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Entrepreneurial Marketing

This document outlines the course objectives, contents, and materials for an entrepreneurial marketing course. The main objective is to provide an understanding of creating, measuring, analyzing, and managing the marketing function for new business ventures. The course covers topics like market research, segmentation, pricing strategies, distribution channels, advertising, new product development, and strategic marketing planning. Recommended reading materials include textbooks on entrepreneurship and marketing, as well as references from journals, reports, and websites focused on entrepreneurship and entrepreneurial marketing.

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Mesay Barekew
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266 views3 pages

Entrepreneurial Marketing

This document outlines the course objectives, contents, and materials for an entrepreneurial marketing course. The main objective is to provide an understanding of creating, measuring, analyzing, and managing the marketing function for new business ventures. The course covers topics like market research, segmentation, pricing strategies, distribution channels, advertising, new product development, and strategic marketing planning. Recommended reading materials include textbooks on entrepreneurship and marketing, as well as references from journals, reports, and websites focused on entrepreneurship and entrepreneurial marketing.

Uploaded by

Mesay Barekew
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Course Title: Entrepreneurial Marketing

Course Code: ENTR703


Course Objectives
The main objective of the course is to provide a fundamental understanding of the
underlying dimensions of creating, measuring, analyzing and managing the
marketing function in a new business venture. The course will help the students to
become familiar with the concept of an entrepreneurial firm working from a
marketing perspective.
Course Contents/Syllabus
Module I : Characteristics of Entrepreneurial firms and features of Entrepreneurial
Marketing
What are the characteristics of Entrepreneurial firms from a marketing perspective?
Features of Entrepreneurial Marketing. Proactive orientation. Innovativeness. Focus
on the Customer Utilizing opportunity Risk Management Value Creation
Module II: Market Research , Segmentation, Targeting , Positioning and Pricing
Value of Market Research for an entrepreneurial firm. Segmentation, Targeting and
Positioning. Branding. Considerations and Challenges in building a strong brand.
Need for new product development. Types of new products. Pricing. Pricing for
entrepreneurial firms. Price sensitivity. Pricing strategies. Pricing from an
international perspective.
Module III: Distribution
Going Directly to the customer. Going directly to the retailer: bypassing the
distributer. Using Sales Agents. Participate in established channel structure. Set up
your own intermediaries. Deciding on the distribution Channel
Module IV: Advertising & Promotions
Creating a buzz. Myths of viral marketing. Types of promotional Campaigns.
Planning a promotional campaign. Establishing criteria for advertising success. Role
of electronic media and social media in advertising and promotion. Introduction to
Market analytics
Module V: New Product Development & Management
Marketing considerations in New Product Development. Eight Stages Idea
Generation Idea Screening. Concept Development & Testing. Business Analysis.
Beta Testing and Market Testing Technical implementation Commercialization.
New Product Pricing. Ansoff Matrix and Four Alternative Marketing Strategies. For
Existing Markets Market Penetration Product Development. For New Markets
Market Development Diversification
Module VI: Strategic Marketing
How to build an effective fully integrated strategic marketing plan. Focus on value
creation, brand equity and customer sustainability. Investigate competitor dynamics
& detect competitor strengths & weaknesses. Incorporate marketing strategy into an
overall business strategy. Improve decision making processes by better linking
marketing tools & techniques. Learn analytical tools & techniques to get better
insights about consumer preferences and buying behavior. Marketing Warfare
Strategies. Offensive marketing warfare strategies Defensive marketing warfare
strategies Flanking marketing warfare strategies Guerilla marketing warfare
strategies Deterrence Strategies. Pre-emptive strike. Flanking attack Sequential
strategies Leapfrog strategies
Text Reading:
• Hisrich , R.D. , & Peters, M. (2012) Entrepreneurship, 9th Edition McGraw
Hill Education
• Kotler , & Armstrong (2004) Principles of Marketing 10th Edition Pearson
Education
• Holt, D. Entrepreneurship New Venture Creation 4th Edition PHI
References
• Drucker, P.F. 1993 Innovation and Entrepreneurship, Harper Business
• Crane, F.G. 2013 Marketing for Entrepreneurs, 2nd Edition, Sage
Publications.
• Modish, L.N., Morgan, H.L. & Kallianpur, A. Entrepreneurial Marketing:
Lessons from Wharton’s Pioneering MBA Course,
• Roy, R. (2012) Entrepreneurship, 2nd Edition Oxford University Press
Journals
• Emerald Emerging Market Case Studies, Emerald
• Journal of Entrepreneurship in emerging markets, Emerald
• Harvard Business Review
• Journal of Research in Marketing and Entrepreneurship, Emerald Group
• Emerging Markets Review Journal, Elsevier
• Journal of Entrepreneurship and Business Economics, Scientificia,Canada
• International Journal of Globalisation and Small Business, Inderscience.
Reports, Online, Websites
• www.slideshare.net/royrajeev/entrepreneurial-marketing
• www.ekf.tuke.sk/files/utorok.pdf
• www.academia.edu/.../The_effect_of_entrepreneurial_marketing_on_fir
• www.marketing-schools.org/...marketing/entrepreneurial-marketing.htm

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